Pick n Pay celebrates loyalty wins at the 2025 South African Loyalty Awards

Pick n Pay has been reaffirmed its leadership in loyalty innovation by winning multiple accolades at the prestigious 2025 South African Loyalty Awards, including a top category win and several commendations across key campaign and data categories. The retailer’s wins reflect its deep commitment to delivering value-driven, customer-first loyalty experiences that resonate with millions of South Africans.

The retailer’s Burger Friday with FNB eBucks campaign took home the coveted award for Best Short-Term Loyalty Marketing Campaign, while its Smart Shopper Price Palooza campaign earned two Highly Commended honours, for the same category and for Best Use of Multi-Channel Loyalty Communication/Engagement. In addition, the Burger Friday campaign received a Commended nod in the Best Strategic Use of Data Analytics/CRM Applications category.

These nominations highlight Pick n Pay’s continued commitment to delivering high-impact, customer-focused loyalty experiences in an increasingly competitive landscape.

“These awards are more than just recognition, they validate our focus on creating meaningful, value-driven experiences for our customers,” says Vincent Viviers, Retail Executive of Innovation and Digital at Pick n Pay.

Now in its seventh year in operation, the South African Loyalty Awards celebrates the most impactful loyalty programmes across retail, QSR, leisure, and financial services. With 32 competitive categories evaluated by an independent panel against global CRM standards, the awards represent the highest recognition of loyalty marketing excellence in the country. This year, Pick n Pay emerged as a frontrunner, securing wins and nominations in several key categories.

Over the past decade, the use of loyalty programmes has substantially increased among South African shoppers. Compared to only 67% ten years ago, 82% of consumers benefit from loyalty programmes today. According to the latest Truth & BrandMapp Loyalty Whitepaper, 77% of South Africans say that loyalty influences where they buy groceries.

In today’s price-sensitive economy, loyalty is more than a feel-good reward mechanism, it’s a strategic business imperative. Groceries remain the largest spending category for South Africa’s mass market, mass affluent, and everyday affluent consumers. As such, value-based loyalty programmes are now essential in guiding purchasing decisions and building long-term customer engagement.

“Even before loyalty programmes were an industry standard, Pick n Pay prioritised a value-based shopping experience,” says Vincent Viviers, Retail Executive of Innovation and Digital at Pick n Pay. “These awards affirm that our commitment to innovation, data-driven insights, and personalised rewards is resonating with South Africans in meaningful ways.”

According to Viviers, these campaigns were designed to do more than promote deals. They delivered meaningful value through smart, engaging loyalty experiences. During the five-week Smart Shopper Price Palooza, one customer won R100,000 every day for 35 days, driving excitement and deeper engagement with the programme.

Burger Friday with FNB eBucks offered unbeatable value through a unique double-dip loyalty benefit - the only one of its kind in South Africa. Customers could use their eBucks and earn Smart Shopper points in the same transaction, unlocking real cashback and rewards.

“With both campaigns, our goal was simple: make customers feel rewarded in every sense,” says Viviers. “The numbers speak for themselves, but more importantly, the recognition from industry peers pushes us to keep raising the bar.”